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II In Fun
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Home sweet home for ESSKAY QUALITY PRODUCTS.
THE William Schluderberg T. J. KuRDLE Company, makers of Esskay Quality Meats, is one of the best known names in meat on the Athuitic Seaboard, and one of the oldest tisers of radio advertising in the country. Alert to the possibilities of radio, it presented the name Esskay on the air for the first time over 20 years ago in an educational 15-miniUe program designed to instruct housewives in the proper tise of meats. Since that time, it has run the gamut of spot and program promotion.
In 1943, WFBR presented a tailormade program which was enthusiastically received by the client and appraised as the spearhead program for Esskay's radio campaign. That was the popular It's Fun to Cook program, aired daily 12:45-1:00 p.nL, Monday through Friday, which has been the leading mail-puller on Baltimore's W^FBR for over three years.
It's I'lni to Cook, with personable Martha Ross lemple and announcer, jack Day, lealures Martha's daily Tastr-Trascr Recipe and the Cook's (.hiiz. Martha and Jack cook a meal on the air, simulated
with accurate sotuid effects; the nearest thing to actual cooking you've ever heard!
The keynote of the program may be characterized by its light spirit and funinspiring atmosphere; "It's fun to cook and it's fun to listen!"
Designed to help the housewife with meal planning and to show that cooking ((ui be fun, the program so completely justified the original expectations held for it that the s}3onsor, at the demand of the listening audience, increased its schedule from three times per week to five.
True and false statements asked on the Cook's Quiz are presented briefly btit slowly to enable the housewife to copy them down if she so desires. Prizes for the three top winners consist of cook books; three copies of TJie Joy of Cooking by Irma S. Rombauer are mailed out daily. An additional ten runners-up receive movie passes. Statistics show that It's Fun to Cook has given away over 2,200 (ook books in the past three years and over 16,000 wimiers ha\e enjoyed a free show on Martha. I he mail count for the past three-)'r:ar period is well over the
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RADIO SHOWMANSHIP